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Hyperlocalism lives up to hype

Agent tips for dominating the search engines

How can you get to the top of the search engines in your area? The answer may be cheaper and easier than you think. Achieving top placement on Google or any other search engine can be both difficult and expensive. Even in small towns, you still may be competing for search-engine placement with your national firm, your local office, plus any other real estate companies who serve your area. You also compete against your local multiple listing service as well as Realtor.com. To gain better exposure, you could use pay-per-click (PPC) ads. The challenge is that PPC can be expensive. Furthermore, as Web marketing has evolved, Web users have become increasingly blind to PPC ads. Even if someone does click through, it doesn't mean that you will generate a lead.   You could hire a lead generation company and pay 25-35 percent of your commission for the leads they generate. The problem is other agents are competing for the same leads. You could also "buy a ZIP code" and r...